Cadillac has launched a new advertisement nationally that takes a slight dig at electric-car maker Tesla and its AutoPilot technology. The ad focuses on the present and provides a juxtaposition with the future, declaring true hands-free driving is here today.
That’s the promise of Super Cruise, Cadillac’s semi self-driving system. The ad questions modern day and provides a snapshot of the technologies many of us were promised decades ago. Jetpacks, trips to Mars, robotic companions, you get the idea.
When the ad questions a car that can drive hands free, Cadillac rightly points out it’s here today with Super Cruise.
It’s a cheeky spot with a rather direct message. And in the spot, Cadillac pulls a quote from Mashable that proclaims, “Tesla, eat your heart out,” when describing Super Cruise’s functions. It helps that the entire ad plays to the tune of “At Last” by Etta Jones.
Super Cruise operates strictly on mapped U.S and Canadian interstates and will disengage in areas where it can’t maneuver properly. In fact, Cadillac consistently updates the system with mapping and blocks out areas that are under construction, for example. When construction finishes, the area goes back online with an updated map for Super Cruise to operate. Without any new vehicle launches in 2017, Super Cruise easily became Cadillac’s shining star last year.
Comments
Effective Cadillac messaging! I approve!
How Dare Greatly of Cadillac to specify Tesla directly.
Even Elon could appreciate this.
This is a good spot. Very human.
I hope it comes as an option for the new XT4 this year.
It will as an L3 system.
Cadillac’s Super Cruise is the next logical step to Cruise control until full autonomous driving is a possibility as the Cadillac can steer into a turn without the driver and when needed tells the driver to take over instead of possibly crashing into something the system is uncertain of; one has to imagine this becoming an option throughout the General Motors fleet within 18 months.
Nice.
Wonder what the one we might see on air will look like, though?
When it’s :18, with :12 of offer for well-qualified buyers … I hope they leave it as-is. Time will tell …
(PS – that’d be Etta James, not Jones ?)
The spot I saw showed the hands and the steering wheel. Botton press, hands removed, steering wheel turning independently. Eat your heart out Tesla superimposed on lower portion of spot. Loved it.
Well done, Cadillac!
My 2016 CT6 doesn’t have it but I just drove with a buddy in his 2018 W/ Super Cruise…It’s amazing and worked flawlessly.
hope it continues without any flaws –good luck Cadillac
The Etta James background was a nice touch !
Kudos! I saw it for the first time yesterday. Excellent spot. Really grabs your attention. Good luck, Cadillac!
Tesla takes a dig at Cadillac daily, by selling a lot of cars at a GLOBAL scale and becoming the EV standard of the world while Cadillac still is trying to develop a competitive ICE engine and reinventing itself every 5 years.
Now they just need to figure out how to sell the car in greater numbers each upcoming year. Hopefully the 2019 changes plus this will boost sales.
Nice. But I hope that decal that says “Super Cruise” across the top of the CT6 windshield is not included.
I think this is the first Cadillac post where everyone is in agreement on something XD.
Anyway, this is the type of advertising we need! Well done Cadillac!!!! Best Ad in a long A$$ time!
Another great one would be an Escalade driving down a typical suburban street past houses with people getting out of GLS’s and Navigators, gazing longingly at the Caddy with the song “I can’t fight this feeling anymore” by REO Speedwagon.